XSCAPE LAUNCH CAMPAIGN
When The Escapologist expanded to the high footfall entertainment destination of Xscape Yorkshire, we helped them grow quickly with a big launch campaign built around a little piece of insight – at times we all want to escape the everyday!
We brought to life their Secret Service and Frozen in Time escape room experiences with a brand strapline. Within a month of opening at Xscape, weekends were getting booked up in advance, they were adding a horror themed escape room and thinking about further expansion.
IT’S ALL ABOUT THE RESULTS
Great marketing ideas are nothing without business results and return on investment. The marketing objective here was to raise awareness of The Escapologist brand in order to boost bookings, which would in turn help the business to further expand!
AND SO, WHAT DID THE CAMPAIGN INVOLVE?
STEP 1 – DEVELOPING THE BRAND
A brand is a lot more than a logo and strapline. Through creating a dramatic visual style, we developed a brand look and feel which conveyed what their Secret Service and Frozen in Time escape rooms had to offer without giving too much away!
STEP 2 – CREATING THE MYSTERIOUS WORLD
Highly stylised images were at the centre of this campaign. It was all about helping the target audiences to imagine what it would be like to go on a Secret Service mission and save the world from evil or venture back to the Ice Age and get Frozen in Time.
STEP 3 – TALKING TO THE TARGET AUDIENCES
The ‘Escape the everyday’ strapline resulted in different marketing messages for the various B2C and B2B target audiences – escaping the never-ending ‘to do’ lists, escaping the school holidays with the kids or escaping the office for an adventure or team away day!
STEP 4 – BUILDING INTEREST AND INTRIGUE
‘Escaping the everyday’ is just as much about the mysterious world you’re entering. Social media posts built intrigue about the escape room world where spy skills are put to the test and wild beasts roam a frozen land, as well as signposted to the online booking process.
STEP 5 – ESCAPING AT XSCAPE
Letting the target audience know that they could ‘Escape at Xscape’ was essential for brand awareness and business growth. This is where outdoor advertising was just what was needed to get on the radar of the various target audiences.
STEP 6 – THE CUSTOMER JOURNEY
We considered the customer journey as would-be escapees entered Xscape and were presented with a whole host of entertainment options. We built on the outdoor advertising with large scale posters, which let people know where they could find their escape.
STEP 7 – ASKING INTRIGUING QUESTIONS
Old school printed leaflets played a big role in capturing the imagination of the target audiences. Through asking a series of questions, we got people thinking about what they wanted to escape from and most importantly the mysterious world they could venture into!
STEP 8 – PASSPORTS TO ANOTHER WORLD
Once would-be escapees were interested in becoming Secret Service agents or getting Frozen in Time their journey began with a quirky ‘Passport to a mysterious escape room world‘, which was the first step of their adventure and promoted the launch offer.
STEP 9 – BUILDING A FOLLOWING
Expanding has given The Escapologist the opportunity to cross sell between Xscape and their first location near York. They’ve now built up a following of escape room enthusiasts who are eager to know what they’ll be doing next.
STEP 10 – THE ESCAPE ROOM WORLD
With large scale window vinyls greeting escapees, The Escapologist’s brand is distinctive and recognisable. Their mysterious world continues to grow with them adding a horror themed escape room at Xscape and thinking about the next steps in their expansion.
AND HERE’S WHAT THE ESCAPOLOGIST HAD TO SAY…
“The Rainbow Mash made it their mission to truly understand us and what we wanted to achieve. They ensured that every part of our Xscape Yorkshire launch campaign built brand awareness.
They really impressed us with their creativity, which has transformed our brand and captured the attention of a whole new audience.
We’ve found ‘the one’ to support our future growth and could not be more grateful for their support in our company’s recent expansion.”
Olly McClaren, Chief Operating Officer, The Escapologist
ARE YOU A GROWING BUSINESS TAKING YOUR NEXT STEP?
If you’re interested in big brand marketing ideas (without the big price tag) for your business, please give us a shout – we’d be happy to have a chat over a coffee or even a beer. We’re super friendly and straight talking – there’s no marketing mumbo jumbo here!
07969 906369 | email@example.com